Specsavers wanted to launch the familiar ‘Should’ve Gone to Specsavers’ campaign in cinema in a way that would stand out and drive brand likeability.
Plan
In addition to their hero creative that ran across numerous platforms, Specsavers partnered with DCM Studios and Cineworld to run a 30” TYPO creative across an AGP, with a parody voiceover mistakenly saying, ‘Turn Your Phones On’, alluding that the voice actor needs glasses to read his lines accurately. Additionally, 2x 30” Trailer spots and opening/closing idents (10” & 15”) were created, following a similar comedic theme. These multiple creatives were used to ultimately drive interest, engagement and disrupt audience attention during the reel.
Results
Results for those exposed to the multiple creative assets in cinema improved significantly across several of Specsavers core brand metrics, including ad awareness, driving ‘quality’ & ‘fun’ perceptions, boosting recommendation and intention to book an appointment with Specsavers.
Cinemagoers agreed the bespoke copy was ‘engaging’, ‘relevant’ and ‘memorable’, and demonstrates how contextually relevant creative can underpin strong performance across brand metrics.
+41%
uplift in ‘best value for money’perceptions for TYPO, demonstrating cinema’s ability to boost brand image, with +32% for Trailer
50%
of respondents recalled seeing the TYPO, Trailer and Ident creatives, performing ahead of benchmarks and delivering strong cut-through and memorability
